Case studies

An inside look at the global approach of Avon and its work with IDIS

Avon – the international cosmetics and beauty company – established its corporate social responsibility mission in 1886 when founder David H. McConnell committed "to meet fully the obligations of corporate citizenship by contributing to the well-being of society and the environment in which it functions".

Avon's approach focuses on the "three pillars": the empowerment of women, sustainability and philanthropy.

Building on  its CSR work in the UK, Avon founded the Avon Institute in Brazil in 2003 to raise awareness around breast cancer and foster its prevention. Its philosophy is that the mobilisation of civil society can bring results with real potential to improve the quality of life for Brazilian women.

The Institute acts alongside the Avon Foundation, a non-governmental organisation which has a global mission to improve the lives of women and their families around the world.

Since 1992, the Avon Foundation has funded projects, research and treatments that has lead to decreased female mortality. In 2002, it launched the ‘Kiss Goodbye to Breast Cancer’ campaign, known in Brazil as ‘A Kiss for Life in Brazil’.

The Avon Institute continues to work with the Institute for the Development of Social Investment (IDIS) with the purpose of delivering maximum impact of the Foundation's work.

About IDIS

Based in São Paulo, IDIS provides consultancy and technical support to companies, families and communities who wish to invest in social projects and programmes in an efficient and effective manner. IDIS is a member of the CAF international network and represents CAF's work in Latin America. It’s a civil society organisation, founded with support from the WK Kellogg Foundation.

IDIS has provided advisory services for Avon Institute's grant-making programme and the design of their cause-related marketing campaign. By providing strategic planning and analysis of the results and outcomes of their social investments, IDIS has helped the Avon Institute to define the project's purpose and implement tools to evaluate and measure outcomes.

The outcome

The Avon Institute has raised over £9 million in Brazil through cause-related marketing and fundraising campaigns - which has bought 25 mammogram machines and 22 ultrasound machines to conduct almost 1 million screenings.

Avon chose to tackle a global problem which impacted directly on its target market on a global scale. Applying a similar formula and approach to that used in America, the support of IDIS at a local level ensured the campaign resonated with the local culture which helped them achieve these fantastic results.

Back to top